Social media and email marketing are both powerful tools for running your online business. Together, they can create fireworks. So why not combine forces?
Social media is known for its amazing targeting and reach. Whether it’s Instagram, Facebook, YouTube, Twitter or LinkedIn, posting on these channels helps keep your brand top-of-mind and generates word-of-mouth marketing.
Email marketing, on the other hand, is the algorithm-free marketing channel that lets you talk directly to your customers.
Together, social media and email make a powerful duo.
Your email subscribers can also become your social media followers—and vice versa! Let’s take a closer look at how embedding social media posts in your email campaigns can create more engagement.
An embedded social media post in your newsletter is a message that you posted on a social media channel that appears as part of your email. Instead of linking to your social media posts, you can show them the actual post in your newsletter.
For example, this email by Huda Beauty includes a carousel of embedded posts from their top Instagram influencers.
Embedded social media content is great news for your email campaign.
Next up, let’s find out how you can easily embed social media posts into your emails with MailerLite.
MailerLite has dedicated social media blocks within its drag and drop editor. You can create a social media newsletter from:
And it’s ridiculously easy! In fact, you’ll wonder why you didn’t try it sooner...
Once you’ve created a new campaign and are in the editor's view, look for the social media content block. Drag the block to your preferred place in the newsletter. Next, you can add the URL* of the post you’d like to embed (as long as it’s a public one). Our software will automatically display the content in your newsletter.
*Side note: This process is slightly different for LinkedIn and Facebook posts, which we’ll explain in more detail in the next section.
If you’re more of a visual learner, Marcin made this video tutorial about embedding Facebook and Twitter posts. Happy viewing!
Head over to the drag & drop editor and add the LinkedIn post block into the body of your email.
In the right-hand sidebar, you’ll see a field labeled ‘Enter embed post code’. This means that you need to copy and paste the LinkedIn code, rather than the URL like with the other social media channels.
To get the code, go to your LinkedIn feed and select the post that you want to share. Click on the three horizontal dots in the top right corner, and select ‘Embed this post’.
Copy/ paste this code, and you’re all set! You should see the LinkedIn post right there in your email, just like in the example below:
P.S. For a step-by-step guide, take a look at our help article on how to embed a LinkedIn post in a newsletter.
To add embedded tweets to your email, take the post URL from any public Twitter account and copy-paste it in the sidebar. Once you paste the URL and click the green button, MailerLite will automatically fetch the content from the post.
This Twitter block is also a great way to send a tweet and build your social media following at the same time. The embedded tweets are clickable, so that you can easily redirect your subscribers to your account, and turn them into your Twitter crowd. The more, the merrier!
Almost all public Twitter posts can be added to the newsletter, and the original tweet will be shown in your email. And that’s it! It couldn’t be any easier to email a tweet.
For all you Facebook fans out there, you have two options: you can either add a post or an event to your newsletter.
This social media block allows you to embed a post from a public Facebook page into your email.
To take the post URL from the Facebook page feed, click on the three dots in the corner of the post, and select ‘Embed.’
This will take you to the ‘Facebook for Developers’ page, where you can copy the post URL.
Back in your MailerLite builder, select a Facebook post block and open the sidebar. Paste in the URL, and your post will appear in the newsletter.
For Facebook events, you first need to install the Facebook integration. Once you are connected, you can insert your Facebook event into the email through your MailerLite builder. Find the event Facebook page, and then copy and paste the URL into the block sidebar (you do not need to use the ‘Embed’ function for this).
Embedding an Instagram post in your newsletter works the same way. You copy the URL and paste it in the sidebar field. You won’t need any integration to embed Instagram posts into your email.
Many businesses maintain different strategies for different channels. Their Instagram account might show more visual and easy-to-digest posts, while their Facebook focuses on behind the scenes content and their Twitter account is where all the customer interactions take place.
Let’s say you’re introducing new employees via your Facebook channel. Instead of manually copying the image and text, you might as well directly embed the Facebook post in your newsletter. This saves you time and allows subscribers to add a like or comment directly.
Or let’s say you’re launching a new product, and you want to show the reception it’s getting on Twitter. You could embed individual tweets from happy customers, to add social proof to your product.
You can also embed social media posts in emails to:
Let’s take a look at some examples of how email and social media can work together...
If you want to catch your subscribers’ attention, a large content block is a great way forward. This email screenshot from Social Cultural & Co. has a large embedded Facebook post, with some smaller social media icons underneath for good measure!
Embedded social media posts are also a great way to drive sales. Alo Yoga is a women’s sportswear brand. In their newsletters, they include embedded Instagram posts of influencers wearing their favorite outfits. Subscribers can browse through their channel from the newsletter, and tap on the outfits that they want to buy through their Instagram shop. Perfect synchronization across email and social media!
Apart from embedding social media blocks in your emails, don’t forget to motivate your subscribers to follow your social endeavors too. The social icons in your newsletter won’t create a mind-blowing difference. But it’s always a good idea to include them especially since they’re so easy to add and small enough to smoothly integrate into your layout.
This newsletter by This Savory Vegan includes links to their social profiles, plus social sharing links for if people want to share the newsletter online. Social sharing buttons help you to promote your content even more, via channels that you couldn’t otherwise reach.
As well as embedding posts and social media icons, you can create a CTA to inspire people to share more about your brand online. The marketers from Paperchase used this email to encourage their subscribers to follow them and share their latest purchase—which will give them lots of new content to embed in their newsletters later.
We’ve waltzed through the different ways to embed social media posts in your emails, but the fun doesn’t stop there! Here are 4 things you should be doing to get the most out of your social media and email.
Did you know that you can add an email signup form to your Facebook page? With a Facebook subscribe link, you can quickly add your followers to your email list from there.
All you have to do is create a signup form with MailerLite, and select Facebook on your integrations list to set it up from there. Check out this article on how to add a subscribe tab to your Facebook page, or watch the video tutorial below.
Let’s switch things up! We talk a lot about bringing social media followers to your email campaigns, but you can also share your email on social media.
Head over to the campaign you would like to promote, click ‘View report’ and you’ll see Facebook and Twitter buttons on the right. These will allow you to share the newsletter.
Even if you don’t promote your posts in the email, it’s a good idea to add social media icons somewhere, such as in the header or the footer. Think of it as your business card; it shows your subscribers that you’re active across different social networks, and they’ll know where to find you.
In our weekly newsletter, we always include our LinkedIn, YouTube and Twitter widgets in the footer. The footer is the most common spot to add your social icons. Simply find the social media icon content block and drag it into the newsletter.
Ever seen an eye-catching video on your Facebook feed with a call to action (CTA) button underneath? That’s probably a Facebook video ad, and they’re super effective because they target very specific audiences.
By integrating Facebook with MailerLite, you can create targeted ads, where people can sign up to your newsletter straight away from the ad itself. A great way to grow your email list! Alternatively, you could also direct traffic straight to your MailerLite landing page.
Email marketing has evolved into an interactive marketing channel, where social media blocks, videos, surveys and quizzes take over the inbox. These smart content blocks make embedding social posts into your email not a whole lot easier, but also more fun for your readers.
Adding social media email blocks can boost your content’s relevance and encourage engagement. Just drag and drop, add the social URL and watch how the post appears in your newsletter in a matter of seconds.
Want to know more about how to make social media work together with email marketing? Our guide shares all the details!
We’d love to hear whether you’ve already used this feature. Comment below!
Editor's note: This article was originally published in September 2019. We've updated it to show our new LinkedIn block, along with some new examples and tips for embedding social media posts in your emails.
I’m Megan, Senior Content Writer at The Remote Company. You can find me in Berlin, NYC or escaping winter in Mexico. Blogging has always been my thing, from running artist fan pages as a teenager to now running my music platform Sign This Kid.